A cloned voice of Senator Jacqui Lambie recently made headlines—not for her usual candid remarks, but because it wasn’t her speaking at all.
Created by ABC NEWS Verify with her permission, the convincing imitation was a stark reminder of how easily deepfake technology can be misused, especially during an election year.
What began with laughter quickly turned serious. “It’s scary. It’s really scary that they’re this close to sounding like Jacqui Lambie,” the senator admitted after hearing the AI-generated message. Of 18 people who listened to the audio, 12 didn’t realise it was fake.
Unlike video deepfakes, audio versions lack visual clues, making them particularly hard to detect. They can circulate quickly via social media or even robocalls, targeting voters directly.
Associate Professor Dhall explained that “AI-generated audio and video deepfakes are commonly distributed through social media and chat platforms… They spread rapidly due to algorithm-driven recommendations and mass sharing.”
In Tasmania’s Burnie, some locals believed the audio was genuine. One woman said she trusted Lambie and supported what she thought was her message. Others were more sceptical, spotting factual inconsistencies or slight flaws in the voice.
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One listener remarked, “The facts will be how you navigate the AI. The context, not the words, not the voices.”
These examples highlight just how difficult it can be to separate truth from manipulation, especially when audio is stripped of visual context or authorisation. That’s why public relations teams and communicators need to act early—verifying sources, training staff, and educating audiences on spotting fakes.
Despite growing risks, regulation still lags. The Australian Government has yet to introduce laws on high-risk AI use, though consultation ended late last year. Senator Lambie called for urgency, noting older Australians are especially vulnerable to scams.
Meanwhile, experts urge vigilance. Professor Toby Murray said, “Your degree of outrage should be some warning… If the claims being made are outrageous, that’s probably a pretty good tip-off that perhaps what you’re hearing is not legitimate.”
As generative AI becomes more accessible and audio deepfake easier to create, trust in communication is more critical than ever. In this digital age, authenticity isn’t just a virtue—it’s a defence.
